Branding vs. Real Life: Part One

When it comes to buying a product, consumers don't just consider the features and the price – they also consider the brand. Brands can represent a certain lifestyle, values, and identity that consumers want to associate themselves with. In every market, high brands stand out from the competition, not just as products but also as brands. These high brands have strong brand equity, which is the value that a brand adds to a product beyond its functional benefits.

Consumer behaviour plays a critical role in shaping the success of high brands. Consumer behavior is the study of how people make decisions when they are faced with a range of options. Personal factors, such as beliefs and attitudes. Psychological factors, such as perception and motivation, and social factors, such as peer pressure and norms. And cultural factors, such as values and beliefs, can all influence consumer behaviour.

One example of a high brand is Apple. Apple has strong brand equity, which is the value that the brand adds to its products beyond their functional benefits. Apple's branding and marketing strategies have helped it create a strong brand image that resonates with its target audience. Apple's focus on design, user experience, and innovation has made it a symbol of quality and innovation.

However, other companies in the technology industry, such as Samsung, Google, and Microsoft, are also vying for consumers' attention. These companies are trying to differentiate themselves from Apple by offering unique features, designs, or prices. They are also trying to create a strong brand image that resonates with their target audience.

Consumer behaviour plays a critical role in determining which high-brand consumers prefer. Personal preferences, such as taste and style, are often the primary drivers of brand choice. However, psychological and social factors, such as perception and social influence, can also play a significant role in shaping brand preferences. For example, a person may choose a brand because they perceive it as more prestigious or because their peers use it.

To build a successful and sustainable business, a brand and a consumer must have a relationship built on trust, connection, and loyalty. Brands must prioritize quality products and services, create a sense of belonging, and promise never to leave the customer alone. This leads to long-term loyalty and a successful business.

Richard Cutler, a branding expert, once said,

"Good brands reflect the histories of the time and the group of people that made them. They cannot be copied. They cannot be recycled." This quote emphasizes the importance of authenticity and originality in building high brands. High brands are not just products but also symbols of quality, innovation, and identity.

Seth Godin, a marketing guru, famously said,

"A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another." This quote emphasizes the role of branding and marketing in shaping consumer behaviour. High brands are based on functional benefits and emotional connections, stories, and relationships with their target audience.

Omar Abbas

Branding and Marketing Consultant

#UAE #EGYPT